Principles of Marketing
Eighth European Edition
Part 1
Defining marketing and the
marketing process
Chapter 2
Company and marketing
strategy: partnering to build
customer engagement, value
and relationships
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Figure 2.1
Steps in strategic planning
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Table 2.1
Product- versus market-oriented
business definitions
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Figure 2.2
The BCG growth–share matrix
Source: adapted from The BCG Portfolio Matrix © 1970, The Boston Consulting Group
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Figure 2.3
The product/market expansion grid
Source: from ‘Strategies for Diversification’, Harvard Business Review, pp. 113–124 (Ansoff H.I. 1957)
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Figure 2.4
Managing marketing strategies and the
marketing mix
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Figure 2.5
The four Ps of the marketing mix
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Figure 2.6
Managing marketing: analysis, planning,
implementation and control
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Figure 2.7
SWOT analysis: strengths (S),
weaknesses (W), opportunities (O)
and threats (T)
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Table 2.2
Contents of a marketing plan
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Figure 2.8
Marketing return on investment
Source: adapted from Roland T. Rust, Katherine N. Lemon and Valerie A. Zeithaml, ‘Return on marketing: using consumer equity to focus marketing strategy’, Journal of Marketing,
January 2004, p. 112.
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